Because they don't lose any of it for the breach. Market value will bounce right back. The company will merrily chug along like nothing happened and collectively the industry will go on working with Equifax because who else will they use?
Because you and I do NOT pay for or directly use the product that contributes to the $3B. I can buy a phone and still avoid Apple. I can use the web and still avoid Google. I can avoid Facebook altogether (some argument as to wether I can actually avoid this). But if I want to use a credit card, buy a house, etc. I cannot escape Equifax.
Thanks. I understand your point now. It's money that will motivate congress but in reality the Equifax breach is more impactful to you or me.